According to a recent presentation sponsored by the Ad Council, there really are ways to figure out whether your social media results justify the time you invest in them. This report also gives the rundown on the best software for analyzing the various social sites.

The Agitator lives up to its name – again - by relating the case of a cancer organization that asked users what they most wanted to see on its website. Donating was near the bottom of the list, so the organization scaled back on appeals for gifts. Result: 200% increase in giving.

Segmentation is the way you break up your donor list into specific target groups – the difference between “Dear Donor” and “Dear Fellow Soccer Fan.” Even if you think you know all about it, a short how-to post from Sumac Research offers some ideas for segments that you may not have considered.

According to Sarah Durham, president of the Big Duck communications firm, rebranding an organization is a lot like redecorating your house – while you’re still living in it. Rebranding is hard, disruptive, and risky. She identifies three factors that are almost always present in successful rebranding efforts.

Does the executive director know just enough about social media to be dangerous? Is a member of the board demanding that you increase the number of Facebook fans of your page immediately? Social media consultant Julia Campbell thoughtfully provides four things you can say in response.